Marketing_Management_kotler16_basic

Marketing_Management - PersonalSellingand DirectMarketing Chapter16 LearningGoals 1 2 3 4 5 steps ,and orient

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Personal Selling and  Direct Marketing Chapter 16
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  16 - 2 Learning Goals 1. Understand the role of a company’s  salespeople in creating value.  2. Know the six major sales force management  steps.  3. Understand the personal selling process, and  how to distinguish between transaction- oriented marketing and relationship marketing. 4. Learn about direct marketing and its benefits  to customers and companies. 5. Know the major forms of direct marketing.
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  16 - 3 Case Study CDW Corporation Nation’s largest  reseller of technology  products and  services to small and  mid-size businesses Sales up 21% and  profits up 17%  annually Highly devoted to  customer with “Circle  of Service”  philosophy Clicks and people  direct marketing  strategy combines  personal selling with  strong Web presence Salespeople are highly  knowledgeable Training is extensive
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  16 - 4 Personal Selling The Nature of Personal Selling Salesperson covers a wide range of  positions from order taker to order  getter responsible for relationship  building Goal 1:  Understand the role of the salespeople in creating value
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  16 - 5 Salespeople Have Many Names Personal Selling Agents Sales Consultants Sales  Representatives Account  Executives Sales Engineers District Managers Marketing  Representatives Account Development  Representatives Goal 1:  Understand the role of the salespeople in creating value
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  16 - 6 Personal Selling The Role of the Sales Force Two-way personal communication More effective than advertising in complex  selling situations The sales force plays a major role in most  companies The sales force represents the company to  customers They also represent the customers to the  company Goal 1:  Understand the role of the salespeople in creating value
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This note was uploaded on 10/01/2011 for the course MKT 702 taught by Professor Eminesozer during the Fall '11 term at University of Michigan.

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Marketing_Management - PersonalSellingand DirectMarketing Chapter16 LearningGoals 1 2 3 4 5 steps ,and orient

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